Optimal decisions on product reliability, sales and promotion under nonrenewable warranties
Optimal decisions on product reliability, sales and promotion under nonrenewable warranties
复制标题
不可更新保修下的产品可靠性、销售和促销的最佳决策
DOI：
10.1016/j.ress.2018.09.017
复制
发表时间：
2019
影响因子：
8.1
通讯作者：
Tao Yuan
中科院分区：
文献类型：
--
作者：
Xiaoyan Zhu;Can Jiao;Tao Yuan
随着技术的快速发展和新商业模式的不断涌现，智能手机、个人电脑等产品的生命周期相对较短。因此，产品的设计、生产和销售都是为了适应较短的生命周期。从实践的角度来看，假设产品的销售分为两个阶段：常规销售和促销/处置。在本文中，我们提出了一个优化模型来共同设计和确定产品可靠性、保修政策、正常价格、促销价格以及定期销售和促销的长度。这些决策变量相互关联，并影响销售量、研发成本、生产成本、保修成本以及最终推出新产品可获得的总利润。我们调查并比较了四种不可更新的保修政策，即免费更换、免费最低限度维修、按比例更换和按比例最低限度维修。数值例子和敏感性分析为管理人员提供了促销、产品可靠性、价格、保修和销售期限对销售数量和利润总额的影响的见解。
With the rapid development of technologies and the consequent emergence of new business modes, products such as smart phones and personal computers have come to have relatively short lifecycles. As a result, products are designed, produced, and sold to accommodate the shorter lifecycles. From a practical point of view, the sales of products are assumed to have two phases: regular sales and promotions/disposal. In this paper, we propose an optimization model to jointly design and determine product reliability, warranty policy, regular price, promotion price, and lengths of regular sales and promotions. These decision variables are correlated and influence the quantity of sales, the cost of research and development, the production cost, the warranty cost, and ultimately the total profit attainable from launching a new product. We investigate and compare four nonrenewable warranty policies, i.e., free replacement, free minimal repair, pro-rata replacement, and pro-rata minimal repair. Numerical examples and a sensitivity analysis provide the managerial insights into the influences of promotion, product reliability, prices, warranty, and sales period on sales quantity and total profit.